One thousand of these muffins made the journey from France to New York City.
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But to the chronically online, it’s the pastry that took TikTok by storm when Norwegian swimmer Henrik Christiansen posted videos raving about the delicious treats. Internet users became obsessed with trying them.it had gotten its hands on the muffins and would host a one-day pop-up sale on Saturday, Aug. 17, people began lining up at 6 a.m. — four hours before the sale began. Isshiki sold out of the muffins, valued at $10 a pop, in just an hour-and-a-half.
By then, Zhang had gotten the attention of food and dining site Eater, which contacted the company and“I put out an open call in the Eater piece as well as on TikTok just being like, 'Hey, does any restaurant or café or anything want to partner on this? I think there is an incredible opportunity here for the restaurant,’” she said. “I framed it in very capitalistic terms … but really, I just wanted to try the muffin myself.
That meant figuring out the FDA approval process, arranging for a van to transport the muffins from Newark Airport, and setting up an extra freezer to store them in the café. They worked with a customs broker who agreed to pick up the muffins, which were packed with dry ice.“It is very light. It is not like a brownie. It is not too sweet,” Zhang said, remembering the firstThen came the muffin’s New York City debut. The line wrapped around the block.
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